Great solutions for great problems typically constitute great opportunities.
Focusing on Customer Needs is a good starting point BUT solely focusing on the customer won't necessarily create the biggest value for your business if eg. your Business Model is the bigger problem.
If you want to truly open up the Opportunity Space (read: profitable growth) for your business, you essentially need a broader understanding of Problems worth solving and a broader and deeper understanding of Solutions applicable to those problems.
This approach is in-line with Design Thinking but goes beyond.
- It explores a far bigger set of opportunities
- It aims at a more objective, value focused and transparent assessment & selection of available opportunities
- It puts those opportunities in the context of company strategy and necessary core competences, capabilities and assets
- It systematically captures the good stuff worth following
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